How I got 3 jobs from a boring newsletter

| 1-min read Stay updated

Hi, I'm Deidre. In my posts, I talk about my voyage down the road of self-employment as a website copywriter, my achievements and roadblocks along the way, and what I’m learning as I go (with Marketing Mentor as my guide).

I never expected that sending an e-newsletter could result in actual work – but it does! And although it’s exciting to see high open rates, I realized that the most jobs don’t necessarily come from the highest open rates.

Puzzling, right? Here’s what happened:

Since I started my newsletter, my goal has been to create something easy to read, while and adding some personality to it. I wrote 4 fun un-newsletters that had very high open rates, as follows:

Then, in my latest issue, Stinky copy? 9 ways to tell your client, I sent out arguably more useful content targeted exactly for my main audience, web designers. They always ask me how they can convince their clients to use a professional copywriter. So I answered the question in my newsletter.

It got a 49% open rate, my lowest to date. But are open rates the only way to gauge a newsletter’s success? Definitely not.

Each time I sent an issue out, I got awesome responses. Some said, “Cool newsletter,” and some even said “Can you help me with this project?” (I love opening the lines of communication!)

My 4 fun un-newsletters resulted in lots of nice comments, and sometimes even an actual job.

My boring/useful newsletter (Stinky copy?) resulted in 3 actual jobs.

It could be a coincidence, or maybe it’s just timing, but when I told Ilise, she said, “See, speaking right to your audience has its advantages.”

Some people are saying newsletters aren’t effective anymore. What do you think?

Related Marketing Ideas

  Back to blog